BBC News Online reports the popularity of the name Google, is becoming troublesome for the company.
Google's problem is one of the paradoxes of having a runaway successful brand. The bigger it gets, the more it becomes part of everyday English language and less a brand in its own right.
But the current obsession on building brand status has ushered in a new phase in language. So much so, that experts now fear trade mark lawyers are trying to police the otherwise natural evolution of the English diction.